1. How can Jimmy Buffett fans be considered as members of a reference group? A brand community?
2. Consider your responses to question 1. What kind of opportunities does the existence of the Buffet community present to marketers? Develop a list of specific marketing and promotional tactics.
This case spotlights the phenomenon of Jimmy Buffett fans and their fanatical behavior. Known as Parrot Heads, fans travel long distances to see the artist perform and tailgate for hours before an event. Buffett fans take Buffett-themed vacations; have Buffett-themed rooms, homes, RVs, boats, weddings, etc.

  • CreatedJuly 11, 2015
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